摘    要本次研究以苏宁易购网上商城手机产品的在线评论为研究对象，研究在线评论对商品销售的影响。收集苏宁易购手机产品在线评论数据，运用Excel、SPSS等软件，总结分析在线评论的信息特征，通过线性回归模型，研究全部评价数、好评数、中评数、差评数、追评数、图片评价数、精华评价数对商品新增销量的影响。研究结果显示：当商品达到一定销量后，好评数量和全部评价数量对新增销量是有显著正向影响的，不过影响力度不大，追评数量对新增销量有显著正向影响，影响力度要远远大于好评数量对新增销量的影响。而在商品达到一定销量后，且好评率居高时，图片评价数和差评数对新增销量并无显著影响。值得一提的是，中评数量和精华评价数量和假设预期的相反，对新增销量有显著反向影响，且影响力度大，其中精华评价数量的影响力度要大于中评数量。建议商家在建立在线评论管理体系时，注意对中评和追评的管理，尤其是在商品达到一定销量后，用良好的售后服务态度去减少中评的数量，并通过一些奖励制度鼓励购买者进行追评。89262

毕业论文关键词：在线评论； 新增销量； 线性回归；评论管理

In this study, mobile phone products’ online reviews of suning。com online store as the research object, study the influence of online reviews on the sale of mobile phone products。 Online review data collected by Bazhuayu software,, summarizes the characteristic of the information of online reviews by Excel, establish linear regression model by SPSS, study the affection about sales quantity from total comments, positive comments, moderate comments, negative comments,  additional comments, picture comments and best comments。 The results showed that: when the goods reach certain sales, the quantity of total comments and positive comments have significantly positive impact on the quantity of new sales, but it’s not strong enough。 The quantity of additional comment also have positive impact on the quantity of new sales, and the influence made by the quantity of additional comments have significantly higher than that of quantity of positive comments。 And the quantity of picture comments and negative comments don’t have impact on the quantity of new sales。 It is worth mentioning that the quantity of moderate comments and the quantity of best comments are contrary to expectations, they have negative impact on the quantity of sales, and it is strong enough, the influence of best comments is a little bit higher than that of moderate comments。 So, the business should pay attention to the moderate comments and additional comments in the establishment of online comment management system。 They should reduce the quantity of moderate comments by good after-sales service, and increase the quantity of additional comments by reward。

Keyword: online reviews；new sales；linear regression model；comment management

目    录

1 引言 4

2 文献综述 4

3 在线评论影响商品源Y于U优I尔O论P文W网wwW.yOueRw.com 原文+QQ75201-8766 销售实证分析 5

3。1 数据收集 5

3。2 提出假设 7

3。2。1 全部评价数量对新增销量的影响 7

3。2。2 好评对新增销量的影响 8

3。2。3 差评对新增销量的影响 8

3。2。4 中评对新增销量的影响 8

3。2。5 追加评价对新增销量的影响